Privacy-led Advertising at the FT

At the FT, the customer data we hold on our users is not simply ‘first-party’ but ‘declared’. What does this mean for advertisers?

‘First-party’ data does not include verified personal information about that user, therefore any targeting can only ever be inference-based, using assumptions about on-site behaviour. ‘Declared data’, however, is voluntarily given by our users and includes self-identified information. Collecting declared data enables publishers to build up a user profile that is comprehensive and reliable, allowing advertising to be highly targeted by placement, frequency, and messaging.

If you are interested in hearing more about customer data and advertising with the FT, please arrange a conversation: